The new campaign features real student stories and underscores the Duolingo English Test’s role in helping students achieve their dreams of studying abroad.
The Duolingo English Test (DET) has launched the “Why I Took the DET” campaign, spotlighting testimonials from six students who share how the test has enabled their study abroad ambitions. Produced by Supari Studios, the campaign portrays the DET as a convenient, affordable, and efficient way to demonstrate English proficiency for international students and educational institutions.
In 2023, India, a major source of international students for English-speaking countries, saw a significant increase in global applications from Indian students. This trend underscores the ongoing demand for accessible English testing options, which are now reaching beyond major cities to smaller regions like Andhra Pradesh and Telangana. The campaign by Digitas India aims to engage students in these areas effectively.
The campaign features the stories of Murrad, Pragya, Rahul, Rushil, Naveen, and Rushikesh, who explain why they chose the DET for their study abroad plans. With quick results and a cost of around INR 5000, the DET enables students from even the most remote areas to apply to top universities worldwide.
Tara Kapur, Marketing Head for the Duolingo English Test in India, stated, “There’s no better way to showcase a product than by having consumers share their experiences. We decided to highlight a range of students from across India sharing their DET stories. The Duolingo English Test is a stepping stone in a student’s application process for studying abroad, and we aim to provide a bridge to higher education rather than a barrier. This campaign is timely as many students are preparing to submit their applications for the spring intake at universities in the US.”
Manoti Jain, COO of Supari Studios, remarked, “Our goal at Supari Studios was to capture the brand’s vision by showcasing student success stories. Every year, thousands of students in India take the DET. We identified a diverse set of students with unique challenges who were willing to share their experiences. Our approach involved asking questions and capturing genuine testimonials, ensuring a natural and conversational flow in the storytelling. We hope these stories will inspire more students in India to pursue higher education and that the DET will continue to be part of their journey.”
The campaign’s reach extends through various mediums, including OOH and print, across multiple locations. The DET is also hosting a Study Abroad Event in Hyderabad on August 4, 2024. This event aims to connect aspiring students with their dream universities by providing valuable insights into the application process. Top study abroad influencers, counselors, and successful individuals like Srikanth Bolla and Adivi Sesh will speak on panels and conduct workshops for attendees.
Bhavya Khurana, Vice President of Media at Digitas India, explained, “Recognizing the high number of US test takers in Andhra Pradesh and Telangana, we focused our efforts on delivering comprehensive omnichannel exposure in these regions. Our hyperlocal approach includes Out-of-Home (OOH), Print, Digital, and on-ground events to achieve meaningful and influential reach among study-abroad aspirants.”
The Duolingo English Test is accepted by over 5000 programs in more than 100 countries, including prestigious institutions like the University of Toronto and Imperial College London, as well as the top 25 US universities for international students, highlighting its global recognition.
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